Across Cyber Weekend 2020, Yoox-Net-A-Porter Group, the world leader in online luxury and fashion, saw two orders placed every second from customers across the world.
Analysis of the data from the weekend reveals that consumers increasingly embraced technology to make their purchases: from VR styling tools to AI powered collections. Some key insights from the Group’s analysis of the data include:
- AI powered customer choices, with the virtual styling tool YOOX MIRROR, the latest invention by Federico Marchetti, recording its highest-ever day of orders on Black Friday
- App downloads over the Cyber Weekend period increased by 41% compared to the same period last year, and 25% of orders via the Group’s apps came from first-time customers
- More customers began to enjoy the new Visual Search* tool, designed to allow shoppers to discover their dream products online. During Cyber weekend orders placed using visual search were +30% at NET-A-PORTER and +150% at MR PORTER (*Visual Search provides customers with a new way to search and discover products using an image of a product or outfit. See/Snap/Shop – See a product or look you love Snap a photo of the product and upload to the app. Shop similar products from our catalogues)
- YOOX’s own label, “8 by YOOX”, an AI-powered collection, was amongst the top 3 best-selling brands for number of items sold on YOOX. In addition, a turtleneck by “8 by YOOX” ranked #4 amongst the most popular items purchased over the week
In terms of consumer trends:
- Most popular items led by timeless investment pieces including heeled pumps, black boots, coats, and fine jewellery. Mr P. shearling trimmed jackets amongst the top performers on MR PORTER
- Customers continue to prioritise self-care, embracing ‘at home’ beauty and grooming products
- Interest in ‘at home’ beauty and grooming doubled at both NET-A-PORTER and MR PORTER, with hero beauty tools and products including CellReturn Platinum by Angela Caglia LED Wireless Mask, the Vibrating Rose Quartz Face Sculpting Roller, and Boost Advanced LED Light Therapy Face Mask at NET-A-PORTER and Dr. Barbara Strum at MR PORTER
- Customers also continued to shop full price, with top selling items including a Brunello Cucinelli jacket, Jaeger-Le Coultre Dress Watch, GUCCI 1955 horsebit-detailed shoulder bag and PIAGET rose gold watch
- Customers chose to shop charity partnerships, with the Laura Bailey x Iris & Ink Isabella dress from THE OUTNET a top performing, full price item (10% of proceeds from the collection donated to Save the Children)
- Customers supported new designers, with products sold from NET-A-PORTER’s The Vanguard, a global mentorship program dedicated to supporting emerging talent, up 30%
